Tonies forms partnership with Black Lives Matter Licensing Committee

Published on: 14th April 2022

The Black Lives Matter Licensing Committee will work closely with Tonies on its product development strategy and creative development.

As part of growth efforts, Black Lives Matter (BLM) Licensing Committee is expanding its licensee base. The groups’ growth has been accelerated further thanks to a partnership with Tonies. Through this partnership, the Black Lives Matter Licensing Committee will work closely with Tonies on the company’s product development strategy and creative development.

Saphia Maxamed, founder of Black Lives Matter Licensing Movement commented: “Our group has identified an area where it can help move the industry forward by being a voice on how to diversify product ranges to ensure both authenticity and inclusivity. We are aware that not every category can carry our licence; the products and partners need to make sense. However, we are extremely happy the industry is open to working through how it can best support the movement and make the changes needed to be supportive of the black community. Being able to give guidance to such an important partner in our industry is incredible, and we’re looking forward to working together.”

All monies received from the partnership will be donated to a beneficiary which will be announced in due course.

Liz Peters, head of UK & Eire Portfolio at Tonies commented: “We are really happy to be working with the BLM Licensing Committee. Here at Tonies, we are committed to diversifying our portfolio and it is extremely important to us to make sure we are getting the look & feel of the product, as well as the content, right. The advice & support we have received from the team at BLM Licensing has been invaluable to us in developing our portfolio of Tonies and we are delighted that our fee will be going back into the community.”


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